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comm spectrum vol 1Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen

(Experientially-Meaningful Communication Model in the Marketing Communication: The Study about Ambient Media Advertising in Gaining Consumer Audience’s Trust)

B. S. Wijaya

DOI: 10.13140/2.1.2159.3124

Abstract: The more cluttered and intense of marketing communications messages in conventional media had turned many advertisers to take a glance at ways of communication through unconventional media. One of them is through ambient media advertisement. This paper is to review the advantages of ambient media ad as one of marketing communication strategy in gaining the audience/consumer’s trust. By using qualitative case study method, writer found that one distinct characteristic of ambient media ad is its capable of synergizing a message and message proofing through consumer’s experience with a conducive ambience, thus consumers are able to sense directly the truth of the presented message. This kind of communication model is called Komunikasi Continue reading



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